Implementation of Naïve Bayes method for product purchasing decision using neural impulse actuator in neuromarketing

In recent years, The application of methods from neuroscience has revolutionized the entire research process in marketing and consumer behavior. The term "neuromarketing" encompasses a fascinating interdisciplinary blend of natural sciences and traditional marketing research. This research is intended to implement the process of Neuromarketing by using Neural Impulse Actuator (NIA) as a tool to obtain informations on the brain. NIA tested to some respondents to taken sample data by snack products which are sold in online by involving OpenSesame as experiment builder. The output data results of each product processed in machine learning by using Naive Bayes method, obtained data accuracy (AUC) 48.5 % as unsatisfactory results, It is caused by a slight amount of data and unique charateristics of each data NIA respondent.